Maxxium UK Ltd


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Pledge:

A5. Support for Drinkaware

Committed since:

1 January, 2013

Delivery plan:

Submitted: 22 December, 2011

We are committed to maintaining our in-kind support for Drinkaware and referencing the brand on our UK advertising and promotional materials.In addition, we support the Why let good times go bad? initiative by referencing the logo on our advertising and promotional materials for our brands which appeal particularly to the target audience (18 to 24 year olds), namely Sourz, Sauza, After Shock Red Stag by Jim Beam, Brugal Rum and the Snow Grouse.Our other brands which appeal to an older audience carry the standard Drinkaware logo on all advertising and promotional materials, however, we do utilise the Why let good times go bad? logo on other brand marketing activity which may still have influence on younger consumers, eg our the Famous Grouse Famous Pubs promotion which appeared in the Sunday Telegraph.We send detailed information and samples to Drinkaware on a regular basis for media evaluation. Our use of the Why let good times go bad? logo has generated a media value of £1.4 million to date (7th December 2011).We will continue to operate in this way during 2012 and maintain our support throughout the year.

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